search query: @author Miles, M. / total: 5
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| Author: | Miles, M. White, J. Munilla, L. |
| Title: | Advertising budgeting practices in agribusiness: the case of farmer cooperatives |
| Journal: | Industrial Marketing Management
1997 : JAN, VOL. 26:1, p. 31-40 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT ADVERTISING |
| Language: | eng |
| Abstract: | The present study explores the complex issue of budgeting for advertising by agribusinesses. An empirical study of U.S. diversified and marketing agricultural cooperatives is utilized in this exploratory study. The findings suggest that agribusinesses cooperatives tend to utilize the more economic rational build-up method of advertising budgeting. Advertising structures are similar in many ways to investments in durable plant and equipment. The latter affect the present and future character of output and, hence, the present and future net revenue of the investing firm. |
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